I haven’t come across this material in any of my courses (I haven’t taken Marketing Communication with Professor Gneezy yet), but I have run into it recently when the company I work for decided it was time to rebrand. We were coming up with a new logo because the old brand looked old, too nerdy, and printed poorly. It didn’t work in a 1″ x 1″ space (which it needs to do for a lot of collateral). The intricacy of the log was lost and muddled when reduced to such a small footprint, and the coloring didn’t translate well to B&W.
While thinking about this problem, I had a tasty treat to stimulate my mind. In doing so, I came across a logo that was very well thought out. Let’s see why.
Pardon the quality of the photo. The macro capabilities of the iPhone suck. Regardless, beyond the Haagen-Dazs logo, there’s the new “Haagen-Dazs Loves Honey Bees” or “HD <3 HB” for short (‘<3′ is a sideways heart for those who don’t know) in the top left. As a logo on the cover of cap of the sorbet, the logo doesn’t stand out as something that is that special. But look at these two additional photos.
Now that you’ve seen the cap from all three sides, something should stand out. The logo prints great in color, B&W gradient, and in B&W solid; all on a small surface. When we picked out our new logo, I tried my best to make sure that the logo would satisfy all of these conditions.
When looking to create a logo for you company, you have to always remember that it’s not just something that you enjoy looking at, but also something that can be easily placed on all the collateral your company will be handing out. Can it be printed in letterhead? On a keychain? On a t-shirt? On a 20 foot banner? If so, then you have a good logo. If not, it’s not the end of the world; it just restricts the versatility of your logo.